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Evaluation 1: In what way does your media product use, develop or challenge forms and conventions of real media

products? Original, Adjective Created personally by a particular artist, writer, musician, etc. Not a copy. Before creating our media products, it was necessary to do research and planning into my chosen genre and audience. This also gave me a chance to look at existing conventions and styles that are used and this gave me an idea as of which one to use for my media product. I took on ideas from the research and they are shown in my work.

Digipak and Advertisement

Starting the research, I knew from what I had already seen that the digipak, advertisement and video must have some sort of continuity with each other; whether its literal or metaphorical. This continuity is present in most old and modern pieces of media, so it was a safe bet to continue with this existing convention. I found that, similarly to other genres like pop and hip hop, indie rock videos can have a strong theme and this relates back to the digipak and advertisement, so that they create and look to be one whole product. I also found, that indie album cover designs and adverts can vary depending on the band; some can be very simplistic and be rather bland in colour, while others can explode with colour and have a lot going on in them, there are real variations. But this variation is because of a continued theme that the band has created for the specific album. For example, take The Beatles Sgt Peppers Lonely Hearts album cover which is filled with vibrant colours, an amazing amount of clarity and a new concept (at the time) against a colourful, yet not as detailed album cover from The Antlers. However, The Antlers design is based on a metaphorical level because the name of the album is hospice and the design shows two hands coming together. Similarly, The Beatles are dressed in military outfits behind a bass drum, with the title Sgt Peppers Lonely Hearts, this makes the album design more literal.

My digipak ended up having a simple look. Towards the end of the project, I had tried a few different looks for my digipak, but these either didnt make sense. This is one of the digipak looks I produced. Looking at this earlier attempt at my digipak, its clear that there wasnt a clear idea as to what it was supposed to look like because there was no clear colour palette, the pictures loosely fitted with the name of the band Fufu Sailors and the themes on both sides of the digipak were completely different. So moderations were made to the image on the right, so that rather than trying to compete with existing

conventions, it conformed to them. The process of redesigning my digipak after this is shown from right to left below. Advertisements are also influenced by the theme that the artist chooses. The advertisement will more than likely keep the design from the digipak or look similar to it, so that the artist can create an identity for the album that will be more memorable than just a title. Like Ive mentioned, this creates a lot of diversity within this genre and this is a convention, having an identity that is unique to all other bands.

Now, to gain inspiration for my video I also watched and researched a number of these too to look at conventions and the way they are produced and look. The things I noticed were how the artists and videos looked to conform to their audience. An example of this would be comparing the three screenshots below:

Hip Hop: Artist is dressed in the same way gangsters/gang members would. Setting on the street or under a bridge would be where these gangs would hang out in the real world. Can be staged to reinforce lyrics or give a false reality based upon the lyrics.

Pop: Artists made up and the video is storyboarded to give desired effect. The video is staged to give a false sense of reality.

In the music industry, there are expectations from their audiences of how the artist is supposed to look, how they act and where they set their videos. This is all determined by the genre of music. Mise En Scene is very important for big artists and bands such as Lawson and Eminem because it allows them to portray themselves in their own way to their audience, which in itself creates the expectations the audience expect.

My band has a mixed audience because of the amount of covers they do, ranging from rock to reggae and old to new. In terms of Mise En Scene, I wanted there to be a true spontaneous reaction from the band to their playing, their audience and the atmosphere of the venue. This is the reasoning why there is no storyboard for this video, because you couldnt draw or predict the reactions of the band. Also, the venue was different for each filming opportunity, so during the sound checks I would be looking around for potential angles to film the band and this took a bit of ingenuity because I wanted a range of shots from close ups to long/mid shots to dynamic shots, and the space inside the stage was limited with the band playing. This method of filming a spontaneous reaction was also used by Steven Spielberg when he was filming the Normandy beach landing. His words were that the non-storyboarded film would inspire me as to where to put the camera.

During and after production, I was inspired by different videos to not necessarily have the lead singer in the middle of the frame [1]. This goes for the whole band as well, there is a sense that Ive used a star image in my video because the amount of camera time on the lead singer. I feel that because of the use of the star image and unusual filming techniques, I feel like Ive challenged current forms of media by filming in ways that suit my circumstances.